How Multimedia Can Help Your Trade Show Messaging

According to the Social Science Research Network, 65 percent of people are visual learners. This means that individuals absorb information much better if they can see it as opposed to just hear it.

And that’s what trade show marketing is all about, right? You want to inform visitors about your products and services and hope they retain that information. And for 65 percent of people, that means showing, not telling. For most companies, displaying the vast amount of information regarding their products and services would be a daunting task, but there are a variety of ways to incorporate multimedia into the presentation to display complicated information.

Exhibitors at highly technical trade shows such as RSNA, for example, are presenting complex technological innovations. The products themselves are advanced, but the presentation can be simplified through digital multimedia tools. For instance, at RSNA, many exhibitors enrich their presentation through massive LED walls and interactive touch screens to better engage visitors. So instead of simply telling medical professionals about industry-advancing technologies, exhibitors are showing them.

Visually pleasing and interactive booth designs are more likely to attract and engage visitors, and that is why technology is here to stay in trade show exhibiting. It’s not just LED screens—companies are getting increasingly tech savvy and even using tools such as virtual reality and 3D imaging. In addition, infographics are replacing standard brochures both at exhibits and online.

Infographics are a perfect example of how to show, not tell. These graphics present data in a visual format and are especially useful in making complex information easier to understand. As an example, Seattle-based designer Eleanor Lutz has a background in biology and uses her diverse skillsets to produce infographics about complicated subject matter. For instance, Lutz has produced “An animated guide to breathing” as well as “An animated guide to the human body: The muscle edition.” These examples take the viewing experience to a new level by incorporating GIFs as well as bold images.

Infographics will not only help clearly present your message, but they’ll also help identify you as an exhibitor who utilizes new design trends. You can display infographics on an LED screen or wall at your booth, but you can also use them outside the show walls. Having a well-developed infographic can help you ride the momentum after the trade show—you can display and share it online to expand its reach.

To be most innovative and effective with your exhibit, go all the way with your visuals. Create and use stunning displays to drive content home. The fact that many visitors are visual learners means that your graphics and visual displays should be a top priority, worthy of significant time and investment. And increasingly advanced technology means that a simple brochure won’t cut it anymore. Stay current by going all out with advanced screens, touchpads, infographics and even virtual experiences if applicable.